Movement in the market

Enrique Gómez, general manager of the Spanish cat litter manufacturer Tolsa, estimates that the volume of cat litter is increasing just now at 1 to 2 per cent per year. A glance at the latest market charts shows that this is indeed the trend in most leading countries. In the USA, according to Damian Shore, contributing analyst at the market research organisation Euromonitor International, average annual sales grew by 2 per cent between 2010 and 2015 to reach $2.659 bn. Sales have progressed similarly in Europe. Here Enrique Gómez believes that the supermarkets account for 60 per cent of the overall volume, whereas speciality retailers have their noses in front when it comes to sales, with a market share of 60 to 70 per cent.

What lends fascination and excitement to the market is the perceptible change in consumer requirements, even in the case of cat litter. Damian Shore notes that in the USA, biodegradable litters made from renewable plant sources are now very popular with younger consumers. "Rightly or wrongly, some owners are concerned about the potential health implications of some of the chemicals used in traditional cat litters for themselves, their families and their pets." The market researcher adds that the leading cat litter manufacturers in the USA are bringing more and more organic cat litter products onto the market. Pet store chains specialising in natural pet food products are even going so far as to stock only natural products in their cat litter range. He cites the example of the pet store chain The Naked Dog in California. In the long term, the analyst believes that natural cat litter products will become the norm, but for the medium term he assumes that clay-based products will probably remain the mainstay of cat litter for some time to come.Enrique Gómez sees a major trend in organic products too. "Since this market is now offering a clumping ecological alternative, this has gained a significant market share."

The higher demand for lighter products could constitute an even bigger trend in the cat litter market than that for organic products. "Especially for non-clumping products there is a rising demand. Clumping lightweight products are in great demand, while only a few of them offer good clumping properties," explains Enrique Gómez. A trend towards lightweight concepts has been observed by Europe's leading pet supplies retailer Fressnapf too, as well as high demand for…